In the world of Formula 1, precision isn’t a feature; it’s the foundation. And in 2025, TAG Heuer is once again at the heart of it all.
Leading this historic return is CEO Antoine Pin, the visionary behind the brand’s bold comeback as the Official Timekeeper of Formula 1. For Pin, this isn’t just a strategic move; it’s a reaffirmation of TAG Heuer’s identity. “We are not jumping on the F1 bandwagon,” he says. “We helped build it.”
This blog dives into what Pin’s leadership means for TAG Heuer, how this partnership reshapes the intersection of timekeeping and motorsport, and why this moment matters to collectors, racers, and fans alike.
Why F1 and TAG Heuer Were Always Linked
TAG Heuer’s connection to motorsport isn’t a new chapter. Dating back to the 1960s, Jack Heuer pioneered sponsorships with teams like Ferrari and drivers like Jo Siffert, giving rise to iconic motorsport chronographs. From 1992 to 2003, TAG Heuer served as Formula 1’s official timekeeper, embedding its precision tools into the sport’s DNA.
Now, that legacy surges anew, right here at the Canadian Grand Prix in Montréal, where history loops back at 300 km/h, and every split-second bridges past and present.
Antoine Pin: Driving TAG Heuer’s F1 Comeback with Precision and Purpose
At the heart of TAG Heuer’s return to Formula 1 lies a clear vision from the top. Antoine Pin, Managing Director of TAG Heuer, has been the architect of this high-stakes reentry, one grounded not just in branding but in horological authenticity and strategic clarity.
Pin has made it abundantly clear: this isn’t just about logos on pit walls or watches on wrists. “Our global partnership with Formula 1 allows TAG Heuer to reclaim its historic position,” he stated, referencing the brand’s legacy as a motorsport pioneer from the days of Jack Heuer. With the brand now the Official Timekeeper of Formula 1, the message is simple: this is a return to form.
But don’t expect a flood of product drops. “Let’s be cautious in terms of the number of watches that we’re producing… let’s not anticipate until it really happens,” Pin said during a recent press event, emphasizing a disciplined, demand-driven production model. TAG Heuer is committed to quality and substance, not hype.
Aligning Technology with Speed
Where TAG Heuer truly aligns with Formula 1 is in its obsession with micro-measurement. “Timekeeping is our core. … Today, the precision required is insane… 48 thousandths of a second difference… we now measure time down to the ten‑thousandth of a second.” This level of precision mirrors the tension in qualifying laps and the strategy on race day, where every millisecond can dictate victory.
From the Track to the Wrist
Pin also described F1 as the ultimate proving ground: “It’s the most extreme sport out there: high speed, high risk, and high emotion. Drivers are the modern knights… tension is primal… Eros and Thanatos, love and death.” This poetic framing underscores TAG Heuer’s desire to do more than just sell watches; they want to narrate the visceral, high-stakes energy of racing.
That storytelling extends to global exposure. “Formula 1 today is one of the top three sports in terms of viewership… It’s a huge communication platform,” Pin explained. With over 1.5 billion fans worldwide and a rapidly diversifying demographic, Formula 1 offers TAG Heuer an ideal platform to connect with new generations of enthusiasts.
A Modern Identity for a New Era
And at the core of it all? A motto that now rings louder than ever: “Designed to Win.” For TAG Heuer, this isn’t just a campaign line; it’s a commitment to the performance, elegance, and mechanical precision that define both racing and haute horlogerie.
Antoine Pin’s leadership has transformed TAG Heuer’s comeback from a branding exercise into a horological mission. Through every split-second timed and every timepiece launched, his message is clear: TAG Heuer is back where it belongs, at the intersection of time and speed.
How TAG Heuer Powers the Race
What’s a best-of-decade deal without technical muscle? On-track at Circuit Gilles‑Villeneuve, TAG Heuer’s timekeeping is hard to miss. Stands and broadcast elements display massive 1.2-meter LED-lit pit-lane clocks inspired by vintage 1986 chronographs. Every sector split, every strategic pit lap, every qualifying thrill is tracked using TAG’s state-of-the-art timekeeping tech, restoring the brand’s mechanical soul to race day and television alike.
